Lead routing is the automated process of assigning incoming leads to the most appropriate sales representative based on predefined rules. Businesses use lead routing to ensure quick responses and improve conversion rates. CRMs use AI-driven algorithms to match leads based on location, product interest, engagement level, and sales rep expertise. Well-structured lead routing minimizes bottlenecks, balances workloads, and prevents leads from slipping through the cracks. Optimizing this process enhances sales efficiency and accelerates deal closure.